Analisis Pengaruh Brand Image, Kualitas Pelayanan dan Store Atmosphere terhadap Kepuasan Konsumen Cafe Ruang Sarca Medan

Abstract

As a trade and business center, Medan has sparked a great deal of transformation. The most obvious one is the emergence of increasing business competitiveness. This is indicated by the establishment of new businesses, particularly in culinary, in Medan. The culinary business offered in Medan is extremely diverse, such as cafes/coffee shops, restaurants, and street vendors. One of the cafes that is a hit and well-liked by the citizens in this city is Ruang Sarca cafe. Ruang Sarca cafe takes various efforts to increase consumer satisfaction in facing rising merchant rivalry. Consumer satisfaction is affected by several factors, namely brand image, store image and service quality. This research employs descriptive research, focusing on a systematic explanation of the facts that have been obtained. The population in this research is made up of the consumers or visitors at Ruang Sarca cafe from January until December 2023, with a total samples of 100 people, this research employs Multiple Linear Regression Analysis method for its data analysis. The test results indicate that Ruang Sarca Cafe's brand image has a

positive and significant effect on its consumers. Brand image has a positive and

significant effect on the consumers at Ruang Sarca Café, Medan. Service quality

has a positive and significant effect on the consumers of Ruang Sarca Café Medan. Store atmosphere has a positive and significant effect on the consumers of Ruang Sarca Cafe, Medan. Brand image, service quality and store atmosphere have positive and significant effects on the consumers of Ruang Sarca Cafe Medan